At Senko GTM, we help clients decide when ABM is the right motion and when broad outbound is a better fit.

What is Account-Based Marketing?

ABM is a B2B strategy where marketing and sales concentrate resources on a defined set of target accounts, with personalised campaigns designed to engage each one. Instead of generating leads at scale and qualifying them down, ABM identifies the accounts you want to win before outreach begins.

The Three Types of ABM

1:1 ABM - Strategic ABM

Completely customised programme per account. Used for your 5-20 most strategic targets.

1:Few ABM - ABM Lite

Clusters of 20-50 similar accounts get semi-personalised programmes tailored at the cluster level.

1:Many - Programmatic ABM

Technology-driven personalised ads and outreach to hundreds of accounts based on firmographic criteria.

Selecting Target Accounts

  • ICP fit score and revenue potential
  • Winability - relationships, references, competitive edge
  • Timing signals - intent data, hiring, funding, news
  • Strategic value - does winning open doors to others?
Account: [company_name] Recent news: [relevant_company_news] Key stakeholders: - [name] - [title] - Pain: [pain_point] Our angle: [why_we_are_relevant_now] Custom hook: [personalised_first_line]

When ABM vs Broad Outbound

Use ABM when: deal size is high ($20k+ ACV), you have dream accounts to win, sales is complex and multi-stakeholder.

Use broad outbound when: still validating ICP, lower deal size, need fast pipeline.

At Senko GTM, we help clients build the right motion for their stage and market.